Marketers Missing E-mail Fundamentals
As promised, here's the 2nd installment of our two-day look at e-mail
marketing - a plethora of links, surveys and information. Far too much
has piled up on our (virtual) desk regarding this subject, so today's
post may be even more lengthy than usual...
First, a short run-down on what other marketers are doing, right and wrong:
The Email Experience Council (EEC) published a report (covered in Direct and ClickZ)
which showed that a significant percentage of retail marketers are
seriously lacking in
fundamentals when it comes to e-mail. For example, almost a quarter of
them send
e-mails that are completely unintelligible when images are blocked and
less than half used what the EEC deemed to be a “good” mix of HTML and
e-mail. Existing workarounds, such as the use of HTML text and images,
are not
sufficiently used in e-mail design.
According to a related survey from Silverpop (also covered in Direct)
a significant portion of retail marketers are also failing to
engage new registrants properly - 35% of the top 500 retailers
failed to send
any e-mail to new registrants within 30 days of signing up and nearly
three quarters of them offered no alternative to customers wishing to
unsubscribe, such as a choice of other subscription topics or a change
in frequency.
Similarly, according to a Return Path study (Direct, once again) 60% of marketers failed to send
“welcome” e-mails to new registrants and a third failed to send any
e-mail to new registrants within 30 days of signup. And, while 70% of
companies asked...
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